Ever heard of the term upselling? What does THAT mean?
Well, we’ve probably ALL heard of the most infamous upselling line of all time: “Would you like fries with that?”
Now, unlike encouraging me to add French fries to my lunch order, which I definitely do NOT need, upselling Stampin’ Up is a win-win situation, because what’s good for the customer is also good for you.
Upselling is simply the art of suggesting helpful, coordinating products in addition to what your customer friend was already planning to order. Done correctly, it's not pushy at all. It’s an act of good customer service, and it ensures that your customers have everything they need to have a successful, enjoyable papercrafting experience.
Sometimes upselling is just as simple as asking if they need dimensionals or envelopes when you are totaling up their orders. Other times, there's a little more forethought into product choices before the event.
Take the Metallic Foil Doilies, for instance. I honestly don’t even really have to show these doilies to my customers, because they’re selling themselves. They are not an expensive product, and they are consumables, so my upselling tactic in this case will probably focus getting them to order a second pack. But I can encourage higher sales of those doilies by using them on more than one project, or by showing them multiple ways to use that one product.
Upselling can also mean showing customers totally different products they can use with what they are ordering already, something that they would probably never have thought of on their own. Think outside the product suite! Yes, those products all coordinate together--they can see that for themselves right there in the catalog. What they need a demonstrator for is to share the little tips and tricks and things that work together, that they could not come up with on their own.
For instance, did you know the metallic doilies look amazing when you run them through the Lovely Lace Embossing Folder? The texture kind of breaks up the glossiness a little so it’s not quite so in-your-face shiny. And all of the scallop circle punches also fit in that same folder. Once they see that trick they’ll want to write all the scallop punches down on their order forms, and by that point they might as well book a party, right?!
One thing leads to another, to another, to another--but not in a bad way. Instead, it's a helpful way, so that when they get them home, all their purchases will work together. Upselling can be really beneficial in choosing coordinating, and therefore money-and-time-saving, products.
Another upselling tactic I use is to mention the cost breakdown of various products while we are doing the Make N Takes. We joke about how we treat our Designer Series Paper like gold, but a little time with a calculator will show you that our precious papers, lace and embellishments are really not bad at all cost-wise when you break it down.
Don’t be afraid to USE your “good stuff” on your customers. They are far more likely to buy it if they have seen it—but even more likely to buy it if they have actually gotten their hands on it. The same thing goes forthe awesomesauce scissors we carry, as well as our Bone Folders. If they never get to use them and see for themselves how superior they are, they will never buy them.
My favorite tip for upselling is to make sure you make cards of all different sizes. I try to include one card that is an odd size at every event. And here’s a little trick for you—go smaller, not larger to save on workshop expenses. That’s important, because we are going to spend a little extra letting them make a custom envelope from DSP.
This pays off because many of my customers think they can get envelopes any old place. It’s in my best interest to get them hooked on making odd-sized cards that will sell the Envelope Punch board and lots and lots of pretty Designer Series Papers.
The envelopes will also let them get their hands on the new Fine Top Glue pen or the new Tear N' Tape, which I love so much I want to marry. Don't forget, Tear N' Tape is an adhesive, and we can cash n’ carry those. Cash N Carry is truly the best upselling tip of all time! I sell crazy amounts more of adhesive than I ever did before just by having it in a little basket for their convenience, at every event. When I send the email reminder about club or class, I remind them that if they are low they can get it right from me rather than having to make a trip to the craft store before they come.
Getting them used to using the Envelope Punch Board will swing the door wide open for the other punch boards, too. I try to have a small sample made with each of the punch boards at my events, so that even though we aren’t using them at the show, they can see a tangible example of what these products are capable of, because it's often hard to visualize it based on a small picture.
BONUS: samples like the Gift Bag or Gift Box Punch Boards provide another opportunity to show off little impulse items they will want to add to their orders. And here's a quick tip for you: since 3-D items tend to get banged up in transportation, I’ll often use them as the hostess gift or as a prize for the first person to book, and just make a new one for the next event.
I want to leave you with a great upselling line I use, with good success, at almost every show I do. I only say it once during the evening, and I don’t do it every single time. I say, “If you were going to add one “impulse item” to your order tonight, this should be it.”
Does that ever get their attention! And it’s not pushy. We have hundreds of products, and I am helping narrow their focus down to something that is going to give them a lot of bang for their buck. They respect me for my expertise and appreciate me pointing out bargains.
Upselling is a win-win situation for both you and your customers! Make plans today to add upselling statements to your workshop presentation and at checkout time.